Transparency has become a major initiative across the online advertising industry in the past couple of years. Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana and artificial intelligencetechnology from other developers often serves up responses and content without a perceived reason. Shouldn't users have the ability to ask the AI why?

Forrester Research says intelligent agents (cognitive marketing, artificial intelligence, machine learning, chatbots, etc.) will eliminate 6% of U.S. jobs by 2021. But machine learning and artificialintelligence (AI) are already making inroads in marketing areas usually reserved for humans. Is it time to push the panic button? Will marketer jobs as we know them today become obsolete in five, 10or 15 years?